Don’t give a shiitake
Visual rhetoric: one pun and one image, turning a half-price offer into a brand attitude built to drive footfall and sales.
Launch a happy hour concept: drinks and dim sum, half price, weekdays 3 to 6pm.
Turned a discount into a brand attitude. I created the line, the visual and the content strategy behind them: the headline says it, the mushroom hat shows it, and the cheek gets people through the door.
Briefed as a happy hour campaign, it became Ping Pong’s brand signature for ten years running: the strapline, the positioning and the rallying cry for the whole business.
10 years
The campaign Ping Pong stood behind for a decade, until the business closed in 2025.
No guilt. Only pleasure.
Digital amplification: the idea recut as a scroll-stopping Instagram Stories series, putting the offer in front of the after-work crowd where they were already looking.
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